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Executive Tips
SEO Tips for Your Press Releases
Search Engine Optimization (SEO) goes beyond your website. Extend your SEO strategies by incorporating keyword optimization in to your company’s press releases. Below are the essential elements to consider:
1. Develop keywords
An important component to keyword optimization is evaluating a word’s “profitability” or effectiveness in drawing attention to your release.
A word’s profitability is determined by the amount of traffic it receives and the competition it has in online searches. The most profitable words will have high traffic, low competition, market visibility, and will help place your release within the top 10 links when searched. Some usefully tools to help determine if a word is profitable are Google AdWords and Market Samurai.
For example, a keyword search of the phrase “brand management” in Google AdWords will provide a breakdown of the amount of competition for that phrase and all related phrases, as well as the global and monthly traffic tallies.
2. Hyperlink Relevant Content
Using hyperlinks in your release will complete the circle of communication with your audience by driving traffic to relevant content on your company’s website.
A good rule of thumb is to allow for one link per 100 words, but no more than six links in a single release. Important links to include are those that direct traffic to your company’s home page, as well as to related interior pages.
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